In this toolkit, thrive, NI’s audience development agency, looks at how to segment your audience. It includes why segmentation is important, the types of data you need, what type of segmentation will work best for your organisation and a step-by-step checklist.

Richard Loftus, Head of Sales and Marketing with Town Hall Symphony Hall explains how their use of personalised messages with cultural relevance galvanised their aim to reach diverse audiences.

Millions of people in the UK are digitally excluded for a range of reasons, at a time when there is more focus on digital and digital delivery of services than ever before. In this Digital Heritage Lab webinar recording, Christina Lister takes a closer look at what we mean by digitally excluded audiences, why and in ... Read more

Culture Segments is a powerful psychographic segmentation tool developed by Morris Hargreaves McIntyre. It helps you better understand and engage with your attenders and non-attenders. It fuels the engagement strategies of hundreds of performing arts venues, zoos, galleries, museums and heritage organisations worldwide.

A straightforward guide from Creative Scene that shares insights about the value of using data to better understand and engage audiences.

Successful brands articulate a clear promise and deliver on that promise through every gesture, each and every time someone comes into contact. A successful brand can never be ‘landed’ from above. Organisation-wide consultation and creative discussion is essential. Morris Hargreaves McIntyre take us through their work on the re-brand of Shakespeare’s Globe.

How do you get people to engage with something that they have never heard about? Ella Lewis-Collins, Senior Marketing Manager: Campaigns, British Museum takes us through the campaign for the BP exhibition Scythians: warriors of ancient Siberia including key takeaways on what to do to attract audiences to unfamiliar work.

Follow the journey of Shakespeare’s Globe as they put in place a comprehensive CRM strategy. This in-depth article gives you useful pointers to powering up CRM within your organisation (whatever its size) and a framework that you can use for your own projects to make a business case for change.

Open Up is a new resource that can help you think about how to make your museum relevant to people who don’t currently visit and take action that will increase your visitor numbers, improve your resilience and better fulfil your organisation’s purpose.

Read the next in the series of AMA CultureHive articles. Lisa Baxter, Director of The Experience Business explains the value of customer journey mapping. What would you discover if you played the role of a new visitor to your venue? Originally published on Arts Professional.

This guide and template created by Thrive will help you identify your ideal audiences.

Jenny Scudamore, from Baker Richards, explores ways to maximise engagement and income in her new guide ‘segmentation made simple’.

The Audience Agency’s expert agents have put together a sample Data Management Policy Structure worksheet as a suggested approach to addressing personal data management to provide a framework for working towards and maintaining compliance with data protection regulations.

The Audience Agency supports you through Audience Development Planning with this downloadable guide.

This article by Andrew Decker, published by The Wallace Foundation, explores the steps Ballet Austin has taken to expand its audiences for unfamiliar works.

This training video is based on the Action Research project Not for the likes of you, which carried out a study of 32 cultural organisations that have successfully become accessible to a wider audience by changing their overall positioning and message.

This on demand training video is based on the Action Research project Not for the likes of you, which carried out a study of 32 cultural organisations that have successfully become accessible to a wider audience. Part 1 focuses on what you can do internally to attract a broader audience.

Are you responsible for getting your organisation noticed by the outside world but have a million other things to do? This training video will give you 20 top tips to help you make your life more manageable by focusing on the marketing and communication tools that work.

An overview of the research undertaken into audiences for visual arts through the National Visual Arts (NVA) cluster in Audience Finder, including recommendations for actionable insight.

In this JAM article Malgorzata Zamorska evaluates the success of the concert Kwartludium in Wonderland in opening a door to contemporary music for children.